Saratoga Chips have a new look. The package you find on the shelf no longer bears an image of the restaurant where the chip was invented, but shows two horses coming down the stretch.

Dan Jameson, who founded Saratoga Specialties with his wife, Shelly, in 2009 and began producing chips based on the original recipe, sold the company to a group of investors earlier this year. He is now the vice president of Saratoga Chips LLC.

"We have a vision of making it a national brand," Jameson said.

The company already has what no one else has: a claim to being the original Saratoga Chip. George Crum, the chef at Moon's Lake House on Aug. 24, 1853, created the chips when a customer sent back his fried potatoes. They were too thick, according to the story. Miffed, Crum sliced potatoes extra-thin, tossed them in boiling oil then back to the table. The result was a kettle chip, and the customer loved them.

Crum's may have been the first, but there are a lot of potato chips on the market today. Looking for an edge, Jameson sought out ingredients grown without a history of genetic engineering. The ingredients that show up in vegetable oil, cottonseed and corn, are often GMO products. Saratoga Chips are now made with sunflower oil.

Jameson said there's been tinkering done with potatoes to make them bigger with fewer eyes. Saratoga Chips are only the second American potato chip to be certified "non-GMO." The Kettle Chip brand was the first. Saratoga Chips are also allergen-free, trans fat-free and gluten-free. Saratoga Chips are still made with sea salt, same as before.

When it came to branding, Jameson said that while Saratoga natives are familiar with the blue box and the picture of Moon's and have probably heard the story about Saratoga being the birthplace of the chip, people from outside the area don't know it. But they do know about Saratoga and horse racing, Jameson said.

"It seemed natural to leverage some of the romance of horse racing," he said. "Cape Cod chips have the lighthouse, Wise has the owl."

The company has also expanded its product line beyond the original recipe. Saratoga Chips are now available in honey BBQ and rosemary and garlic, and the firm is at work developing shelf-stable dips.

The old blue box isn't gone. Jameson said he still fills special requests from people who want to give them away at weddings and corporate events.

So far the rebranding strategy is working.

"Before, we counted cases. Now we count trailers," Jameson said.

"We had a record selling month in July, and within the first six, seven days of August we were beating July. We feel blessed."